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Mark Ritson on branding: Fewer brands means better results
There were no surprises last week when Unilever announced that it would cut 20,000 jobs, close 60 factories and divest a number of its brands over the next four years. While chief executive Patrick Cescau did not directly point the finger at the growing power of retailers when he described Unilever's decision to streamline its global operations, the power of own-label was at the heart of the announcements.
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